With the roll-out of the Russo Partners/Blue State Digital alliance, we’ve received many inquiries from current and prospective clients about their use of Web 2.0 communications tools. Our message is simple: Think strategy first, tactics and tools second. E-mail, Facebook, Twitter, LinkedIn and other tools mean nothing and add no value if they aren’t part of well-thought-out programs with specific, measurable goals and objectives. Moreover, the new-fangled tech tools, while hip and fun, will continue to take a backseat to e-mail. It’s clear that e-mail is the most important tool to push information to your target audiences to engage them and influence them to take action. Just look at Blue State Digital’s Obama for America 2008 campaign. Built around an action-oriented Web site, the campaign used all types of social networking tools to engage a very large, active audience. Still, e-mail was the versatile tool that drove the campaign, while the other tools simply served to pull people to the Web site for addition to the e-mail distribution list.
Russo Partners/Blue State Digital will provide frequent updates on our work to bring the right type of Web 2.0 communications initiatives to healthcare companies of all sizes and at all stages.
